Reserva recently unveiled a campaign that features thieves stealing their clothes, claiming they are that popular.

Reserva, a menswear brand in Brazil, recently unveiled a campaign for their summer sale that features footage of its São Paulo store being robbed. The event took place on December 6th, just as the store was getting ready for Christmas, yet the team who work there managed to clean up the debris and re-open on the same day–minus their damaged store window.

The brand commented on their decision to feature the break-in:

That’s why we decided to inspire ourselves and use our sale video as an example. Rather than suck a lemon is much better to make a good lemonade with it.

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